you can construct any one of a number of scenarios. i may have something that's of no value to me and vice versa. if i have someone who i know is an avid book reader, and this is just extemporaneous, and i happen to own a warehouse full of books, maybe i'll bring eight or ten books and inject it into the conversation, or perhaps if i'm having a difficulty in a conversation, in negotiating an arrangement and they say, you know, i've only got 40 minute, my wife needs to be picked up at the airport, i say, i live right near there, bingo, let me pick up your wife. ite tess value-added perception that will help close a deal. >> people, don't walk away. >> well, if you're unable to reach an agreement, and we've've seen the national hockey league, ridiculous where the egos come into it, power becomesing says.